Blog or Not to Blog…

by Megan Braverman |

October 7, 2014

I don’t think Shakespeare intended to answer this question, so we will help answer it for you. Blogs have officially made their way to the top of the marketing lists of many law, real estate, financial and other types of firms, but some haven’t jumped on the bandwagon yet and are wondering if they should. Below are a few tips to keep in mind if you are considering starting a blog:

If you start a blog, be prepared to commit to writing and posting regularly. As with your other channels of marketing, consistency is key no matter if you’re posting a blog once a week or once a month. Keep the content fresh and relevant.

Coming up with topics shouldn’t be a daunting task, and it doesn’t have to be something that no one has heard before. What is your take on what’s going on? Think about topics you are speaking on or have recently authored articles on or perhaps a particular trend in matters you are handling. Your blog doesn’t have to be a scholarly article. Keep it short and simple at around 300 words.

Devote about 15-20 minutes per week to developing topics and writing material. Having this time carved out of your schedule will help ensure that you are actually spending time on these marketing efforts.

Like most marketing efforts, it’s sometimes difficult to measure the impact or results. Offering your audience a fresh perspective and insight into trends in your field positions you as an expert. Regardless, you need to embrace the uncertainty of a blog in terms of return on investment and determine what your goal is – whether requiring immediate benefits from your marketing efforts or seeding name recognition and building your reputation over a longer time span.
In conclusion, if you have the time, budget and energy to devote to blog writing, then we encourage it. If not, there are other marketing tools in the arsenal to utilize.